Did you know that 90% of subconscious judgement of a product (or brand) is based on your brand colour palette alone?
Colours play a large role in our everyday lives, and we tend to associate different ones with various feelings, events, and situations. When it comes to creating a brand, thinking about your colour palette is crucial. Not only does it solidify your brand identity, it creates a memorable look that people will associate with you.
A strong brand identity leads to better customer loyalty, enhanced recognition, and a unique position ahead of competitors.
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Colour theory and psychology can help us to understand what the different colours represent, which is useful if you want to make a statement. Colours have the power to evoke emotion and make us feel a certain way. Once you know about each one, you can strategically use specific ones in your branding.
You can probably think of some brands with distinctive colours off the top of your head. Or destinations, thanks to effective place branding efforts. We’ll look at some more examples later on, but some jump out when you think of colour palettes and combinations. The fact that you’re even thinking about it shows that it’s having the desired effect!
Let’s explore colour theory and psychology, and uncover how you can use it to your advantage when selecting your colour scheme.
Understanding Colour Psychology for Branding
Have you ever looked at a blue sky and felt a sense of peace? Or, have you ever seen a red sports car and felt a surge of excitement?
Colour psychology is the study of how different colours, tones, hues, and shades make us feel. It explores all things colour, and all things mood. Different colours can trigger different emotional responses, and colour theory looks into why.
Understanding colour psychology is crucial when it comes to branding, as the right choice can ensure you portray your brand or corporate identity effectively.
Let’s explore colour psychology in more detail.
In order to choose the right colours for your brand, understanding their different meanings is important.
Here’s a breakdown of some common colours:
Red
Red is one of the most popular and impactful colours in branding. As a primary colour, it carries a range of associations, both positive and negative.
Positive Associations:
- Love and Passion: Red is strongly linked to emotions of love and passion, making it prevalent around Valentine’s Day with red balloons, chocolates, and hearts.
- Excitement and Urgency: It triggers excitement and a sense of urgency, which is why red is often used for call-to-action buttons to capture attention.
- Confidence: Red is also associated with confidence and strength, and is often used to send bold messages to the public, according to Forbes.
Negative Associations:
- Danger and Anger: Red can also signify danger and anger, as seen in red police lights, fire, and blood. The intensity of red can evoke strong emotions, which aren’t always positive.
Blue
Do you find yourself gravitating towards the colour blue? If so it might be because it’s the world’s favourite colour, as BBC discusses.
Positive Associations:
- Calmness and Tranquillity: Blue evokes feelings of calmness and tranquillity, making it ideal for companies seeking to create a peaceful brand identity.
- Trust and Reliability: Blue is linked to trust and reliability, which is why it’s commonly used in corporate and tech branding.
- Freedom and Inspiration: Blue is often associated with the sky and sea, representing open spaces and freedom, which can bring on feelings of creativity and reassurance.
Negative Associations:
- Coldness: Blue can also be associated with coldness, which might not be desirable for some brands.
- Sadness: The phrase “feeling blue” represents sadness, giving blue a potentially negative connotation.
Green
While we’re on the topic of calming colours, green’s close link to nature is worth mentioning. This versatile colour has both positive and negative connotations, meaning a strategic use of it is important.
Positive Associations:
- Nature and Freshness: Green is closely linked to nature, symbolising freshness, growth, and life. It brings powerful connotations of renewal and vitality, making it ideal for brands focused on health, wellness, and eco-friendliness.
- Hope and Renewal: Green represents hope and new beginnings, which can evoke feelings of optimism and rejuvenation in a brand’s identity.
Negative Associations:
- Jealousy: Green is also associated with jealousy, famously personified as the “Green-Eyed Monster” in Shakespeare’s Othello.
Purple
Purple is a popular colour in branding and, depending on its shade, can represent various feelings.
Positive Associations:
- Sophistication and Luxury: For thousands of years, purple has been linked to sophistication, luxury, royalty, and wealth. During the Roman Empire, high-ranking officials wore purple to signify their status. This historical context makes purple an excellent choice for brands wanting to convey exclusivity and high quality.
- Calmness and Strength: Light shades like lilac evoke calmness and relaxation, while darker shades can instil feelings of power and strength.
Negative Associations:
- Sadness and Suppression: Despite its connections to luxury, darker shades of purple can also be associated with sadness and suppression.
Yellow
Yellow is a powerful colour that conveys joy, happiness, and energy, making it effective for brands who want to create a vibrant and positive identity.
Positive Associations:
- Joy and Happiness: Yellow, the colour of sunshine, is strongly linked to joy and happiness. Its youthful connotations make it ideal for brands that want to convey a sense of fun and positivity. The use of yellow in the classic smiley face emphasises its association with cheerfulness.
- Energy and Excitement: Yellow is also associated with energy and excitement, making it a great choice for brands aiming to appear lively and dynamic.
Negative Associations:
- Anxiety and Fear: Yellow can also evoke anxiety and fear due to its associations with caution and danger. For example, police tape and menacing wasps can bring about a sense of unease.
- Caution and Alertness: Street signs often use yellow to signal caution or danger ahead, triggering a heightened sense of awareness. This can sometimes be perceived negatively if not balanced well with other colours.
Orange
Orange is a vibrant colour that plays a large role in branding due to its bright colour and enthusiastic feel. Having said that, the negative side of the colour means that the right context is necessary.
Positive Associations:
- Warmth and Creativity: Orange is often used by children to depict the sun, symbolising warmth. Its brightness fosters feelings of creativity and confidence, making it ideal for brands that want to appear innovative and energetic.
- Enthusiasm and Fun: Orange is strongly associated with enthusiasm and fun, creating a lively and inviting atmosphere. This makes it a great choice for brands targeting a youthful, energetic audience.
Negative Associations:
- Arrogance and Impatience: Orange can also be perceived as a loud and overwhelming colour, leading to associations with arrogance and impatience. Its bright nature can sometimes come across as too aggressive if not used carefully.
White
White has a variety of meanings and associations, making it an extremely versatile colour when it comes to using it in your brand’s colour palette.
Positive Associations:
- Purity and Cleanliness: White is the purest colour, symbolising purity and cleanliness. It creates a clean, decluttered look, evoking feelings of peace and calmness.
- Simplicity and Modernity: A white logo can convey simplicity, offering a modern and sleek aesthetic.
- Positivity and New Beginnings: White represents new beginnings, making it a great choice for brands aiming to evoke feelings of positivity and renewal.
- Versatility: White is extremely versatile and works well alongside other colours. It serves as an excellent starting point for choosing a brand colour palette, helping to soften and balance more intense colours.
Negative Associations:
- Clinical and Unfriendly: White can also appear clinical, which might be perceived as cold. This association can lead to feelings of unfriendliness, which may not be desirable for some brands.
Black
Black is a staple colour in branding, well-recognised for symbolising sophistication and luxury. However, its range of associations means thoughtful consideration is essential if you plan to use it in your branding.
Positive Associations:
- Sophistication and Elegance: Black is synonymous with sophistication and elegance, making it a popular choice for high-end brands like Chanel and Prada, which use black to emphasise their prestigious market positions.
- Power and Security: The colour black evokes feelings of power and security, contributing to a brand’s image of authority and confidence.
Negative Associations:
- Coldness and Danger: Black can also evoke feelings of coldness and is often linked to danger and evil. Black’s dark nature can create a sense of foreboding, which might be undesirable for certain brands.
- Death: Black is traditionally associated with death and mourning, meaning industries like healthcare might want to avoid it.
Pink
What brand springs to mind when you think of pink? Mine immediately goes to Barbie and the way the use of pink sends a message of playfulness, femininity, youthfulness, and joy.
Positive Associations:
- Playfulness and Youthfulness: Pink is strongly linked to playfulness, a sense of fun, and youthfulness, making it an ideal choice for brands targeting children or young audiences.
- Positivity and Joy: The colour pink screams positivity and joy. It’s often used in contexts that aim to bring happiness and excitement, such as children’s toys and Valentine’s Day products.
- Kindness and Love: Pink represents kindness and love, commonly seen around Valentine’s Day, symbolising affection and care.
Negative Associations:
- Childishness and Lack of Seriousness: Pink can also be seen as non-threatening and childish. This can lead to perceptions of a lack of seriousness, which might not be suitable for brands aiming for a professional and serious image.
It’s important to keep in mind that the “negative” associations aren’t necessarily bad when discussing colour psychology. They’re just a link to more negative emotions. But if that’s what you’re aiming for, like a lack of seriousness for example, then the colours will work great for your brand.
Considering these different colours and their connotations is essential when creating your brand’s colour scheme. Due to colour psychology, you can make an informed decision about what emotions you want your colour palette to evoke.
Understanding Colour Theory for Branding
Once you understand the basics of colour psychology, you can use your knowledge to influence your colour palette decisions. Colour theory comes next.
Colour theory is the concept of how certain colours work together. It’s a good element to consider when you’re deciding on your colour palette as the right colours can positively influence your customers.
Let’s start with the basics.
The Basics of Colour Theory for Branding
Understanding the basics of colour theory is crucial, as it can help lay solid foundations for your colour choices. Colour theory is a combination of art and science, and you can use it in all aspects of life from interior design to fashion.
In 1666, Sir Isaac Newton invented the colour wheel. This consisted of primary colours (red, yellow, and blue), secondary colours (mixes of primary colours which are green, orange, and purple) and tertiary colours (a mix of primary and secondary colours which are red-orange, red-purple, yellow-orange, blue-purple, blue-green, and yellow-green).
Exploring Colour Harmonies
The colour wheel is a useful visual representation of all of these colours, and it’s laid out depending on the relationships between them. You can use the colour wheel to get a clearer idea of what colour scheme you’ll opt for. This is where colour harmonies come into play.
When we think of the word harmony, we think of something soothing and pleasant. In visual context, it refers to something easy on the eye and aesthetically pleasing. The colour wheel can help you create this.
There are seven main colour harmonies.
Here’s how they work:
- Complementary colours: These colours are directly opposite each other on the colour wheel, and work well together to make a bold contrast.
- Split complementary colours: A split complementary colour combination involves one dominant colour and the two colours directly adjacent to it on the other side of the wheel.
- Analogous colours:Analogous colours are three colours directly next to each other on the colour wheel. When used together, they create a harmonious and subtle effect. With this combination, one of the colours normally takes centre stage and stands out the most.
- Monochromatic colours: This colour harmony is one that’s based on just one colour scheme. Each colour used is a variation of the main colour, just in a different shade, tint, or tone.
- Triadic colours: This colour scheme is all about bringing contrasting colours together by using the same tone. This just means taking 3 colours from equal places around the wheel.
- Square colour scheme: The colours in this harmony are taken from the colour wheel that are distant enough to create a square or diamond shape.
- Rectangle colour scheme: Similarly to the square colour scheme, this one just uses different shades due to the placement of the rectangle.
The whole point of the colour wheel is to use it to create an effective colour palette with the emotions you want your brand to represent or evoke. Once you understand the psychology behind the different colours, you can use the wheel to create harmony within your colour scheme.
But you don’t need to worry about remembering all of this, you have tools like Adobe Color that do it all for you!
Brand Colour Palette Examples and Case Studies
To give you a better understanding of how colour psychology and theory work when it comes to choosing a colour palette for your brand, let’s explore some examples.
Before reading this blog, the thought behind brand colours might not have crossed your mind. The actual fact is, a lot of thought goes into what colours a brand actually uses.
From their logo to their website and marketing campaigns, every brand will (or should) consider the impact of the colours they use.
According to statistics on Zippia, 75% of people recognize a brand by its logo and 45% of people identify brands by their colours.
Here are some examples of some strong brand colour palettes:
McDonalds: Yellow and Red
When you think of the McDonald’s logo, you’ll immediately think of the simple yellow “M” and the red background.
Not only do the two yellow arches resemble two chips falling into each other (in my opinion, anyway), but the use of the primary colour yellow evokes joy from the get-go.
Before you even take a bite into your Chicken Select you’re already feeling excited due to the uplifting use of yellow.
Red is also used in McDonald’s branding, which triggers excitement and passion. Red is associated with confidence, which makes a statement when paired and contrasted with the joyful and child-like yellow.
Duolingo: Green and Bright Colours
Green represents new beginnings, which is very fitting when it comes to learning a new language. “Feather Green” is the main colour, which is very bright and fresh. The energy that comes alongside the shade of green evokes excitement and feelings of joy.
Duolingo has a very gamified approach to language learning, and this vibrant shade of green works well for setting the tone. Throughout their website, Duolingo also uses bright colours. This is great for keeping their entire brand looking fun and positive.
Coca-Cola: Red and White
The red used in the Coca-Cola brand is very recognisable and springs to mind instantly when someone mentions the world-famous brand. As we mentioned before, red evokes excitement and passion, which is similar to the rush that we get when sipping the fizzy drink.
The red is also very eye-catching, ensuring that each can of Coca-Cola stands out on every shop shelf. The high energy of the red alongside the passion and fun of the brand, works very effectively to stand out. We’d expect nothing less from one of the most popular brands in the world.
HubSpot: Orange and White
HubSpot’s colour palette consists mainly of orange and white which creates a strong brand identity. The white offers a clean and professional look, solidifying the trustworthiness of the company. The orange adds a hint of creativity, injecting energy and enthusiasm into the brand’s colour scheme.
This combination stands out. This is very fitting for the company itself as an industry leader.
Cadbury: Purple
As mentioned earlier, purple is a colour that is closely linked to royalty and sophistication. All the way back in 1914, Cadbury introduced their iconic purple colour as a tribute to Queen Victoria, whose favourite colour was purple. Then, purple and gold became the official colours of the brand.
The connection to royalty is clear and Cadbury is so well-known for this particular shade that it strengthens its brand identity even more. Cadbury entered into a court case to trademark their purple colour, Pantone 2865C, meaning no rivals could use the colour in their branding.
This legal battle was ongoing, with Nestlé challenging the ruling as they felt the colour wasn’t distinctive enough for this result. However, after years of attempts, Cadbury finally won and the colour purple in the chocolate industry is theirs.
eBay: Vibrant Colours
eBay uses a range of bright and vibrant primary and secondary colours for their colour palette. They introduced a brightly coloured logo in 2012, replacing the old one and creating a more dynamic and bold identity.
eBay uses vibrant shades of red, blue, yellow, and green for its colour palette. Over time, they’ve differed in tone and a harmonious combination hasn’t always been the case. eBay sells all kinds of items, and this clash of colours represents their diverse marketplace. The loud and bold colours also create a welcoming and energetic atmosphere.
Mailchimp: Yellow and Black
Mailchimp opts for yellow and black in its logo, which is an interesting choice due to the colour psychology of each colour. Typically, yellow and black work together to create warning signs and caution police tape, which goes against the general message of what Mailchimp is about.
However, yellow is associated with joy and excitement. It’s also the colour of bananas, which link very closely to chimps. This subtle detail is endearing, and it adds a bit of lightheartedness to Mailchimp’s colour scheme.
Black also links to security and power, which makes sense in the context of the brand.
The chimp in the logo helps to overrule the caution attached to yellow and replace it with playfulness and joy. It’s clear that the use of yellow on this occasion is to demonstrate high energy.
Figma: Bright Colours and Black
Figma, a design software, has a unique colour scheme of vibrant colours against a black background. Upon first look, the logo stands out due to the contrast, and the black creates a solid surface for the brighter colours to take centre stage.
The actual colours used in the vibrant logo all have the same tone and saturation, which complement each other effectively.
Facebook: Blue and White
Facebook uses the popular choice of blue to convey security and trust, which is essential given the nature of the company. This blue symbolises communication and the colour makes them seem dependable. The use of white for the “F” creates an effective contrast that stands out on a device.
All of these brands have carefully chosen their colours to represent their brand’s values and to further consolidate their brand identity.
Not only have they taken the time to use colour psychology to influence their decision of specific colours, but they’ve also used colour theory to create effective colour palettes for their brand.
How to Choose Your Brand Colours
Choosing specific colours for your brand requires strategic thinking and careful consideration. Based on colour psychology and theory, you can create your brand colour palette and effectively convey your brand’s values.
Here are some ideas:
Outline your Brand Strategy
Do you know what your overall aim is when it comes to choosing your colour palette? Your brand strategy will help you with this. Consider your brand strategy, and use colours to help you reach your goals.
Is your aim to stand out?
If so, opt for bright, bold, and vibrant colours that’ll jump out to your target audience. Some brands set out to be daring and disruptive, and these are the brands that dare to be different and try out a new, and unexpected, colour.
Alternatively, you might have the overall aim of climbing the ladder of success and therefore decide to choose a colour like blue, which signifies trust, to take the lead. A monochromatic colour scheme would work effectively for this too.
Consider your Brand’s Identity
As a brand, you’ll have certain values and a personality you want to strive for. Your brand identity is vital in order to make a mark in your chosen industry.
Having a strong brand identity means setting yourself apart from your competitors and making your brand memorable. As a result, you’ll have more loyal customers who keep returning to your brand.
Use what you’ve learned about colour psychology and theory to help you decide on the type of message you want your colour scheme to give off. For example, if your business is in the healthcare industry, you might want to avoid black as it can represent death and pink as it can portray playfulness.
Alternatively, if you want to demonstrate your trustworthiness and reliability, you might decide to opt for blue. Colour psychology comes in useful in this aspect, as you can get specific about what message you want to present to the world with your brand colour scheme.
Your colour palette will set you apart, so opt for colours that match your brand’s values and personality.
Think About your Target Audience
Consider what message your target audience will want to take away from your brand and use that to influence your decision. If they’re seeking a new beginning with your brand, green is a good idea. If they’re turning to you for some unique ideas or fun inspiration, orange might work perfectly.
Use Colour Harmonies
As we mentioned earlier, you can use the colour wheel to find harmonies.
Use the wheel to find complementary colours if you want your colour palette to create a vibrant look for your brand. The high contrast that these colours create will be eye-catching and help your brand stand out.
For a more comfortable and aesthetically pleasing look, you might want to try an analogous colour scheme. These are the colours next to each other on the colour wheel and are easy on the eye as they offer a calming look.
Try out some different colour harmonies and decide the type of look you want to create. Your overall aesthetic and brand identity goal will help determine your final decision, and it’ll help you use colour psychology and colour harmony to your advantage.
Maintain Consistency
Keeping your colour scheme consistent is vital as it’ll help you build and maintain a strong brand identity. Brand consistency is vital for loyalty and recognition. Your brand colours need to remain the same throughout your marketing efforts, website, social media, and your logo.
Without consistency, using colour psychology and theory won’t have the desired effect as people are less likely to remember and recognise your brand. They might have the initial reaction to your logo, but if that’s all that’s there, it won’t make its mark.
By creating brand guidelines, you can remain on track and consistent. You can set out the exact colours in your colour palette and express the importance of using the same ones throughout your brand. Document the exact colours in the guidelines, and this will keep everything on track.
Test Out The Colours
Despite careful consideration of choosing your brand colour palette, you still need to test them within your brand. Try out your colours with different backgrounds and experiment with lighting.
It’s also a good idea to test out your colour palette on both digital and print forms. This will help you ensure they remain readable in all contexts and that you maintain consistency.
Consider both RGB (red, green, blue) and CMYK (cyan, magenta, yellow, black) and let this help you form your decision. For your colour palette to work both digitally and on print, you’ll need to check that you can replicate the same colours throughout your branding. Or at least get somewhere near!
Check Out Your Competitors
Take a look at your competitors and see if you can improve your colour scheme against theirs in any way. You can also use this research to see what colours other companies in the industry are using.
The idea of this is to stand out as much as possible, but also to maintain consistency within your industry and ensure you’re using appropriate colours.
By following these steps, you can create an effective brand colour palette and use appropriate colours to set your brand apart.
With an understanding of colour psychology and theory, you can use specific colours to create a strong, memorable brand identity that resonates with your audience.
Making a Statement: Mastering your Brand Colour Palette
Overall, a well-chosen colour palette is essential for creating a strong, memorable identity and increasing brand loyalty.
By understanding colour psychology and theory, and applying these principles strategically, you can evoke the desired emotions and values in your audience.
Whether you’re launching a new brand or refreshing an existing one, remember that consistency and thoughtful colour choices can significantly impact your brand’s success.
Start experimenting with different colour harmonies today, and see how they can transform your brand’s visual identity.
